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Friday, 1 March 2013

Bridging a new world Kirkpatrick Model Sales Training Evaluation

Research suggests that as much as 90% of training resources are spent on
the design, development, and delivery of training events that yield 15%
on-the-job application (Robert O Brinkerhoff, 2006).

Reinforcement that occurs after the training event produces the highest
level of learning effectiveness, followed by activities that occur before the
learning event.

The best places to start when evaluating sales training are understanding and agreeing the
business goals and work back down the levels of the Kirkpatrick model.

So after the goals have been set,
then identify what behaviours need to be implemented on a sustained basis in
the field /workplace in order to bring
about the results.

Jim Kirkpatrick looks to trainers becoming the 'civil
engineers' who build bridges from the various levels back of the business.

In practise evaluation of training interventions in selling
should be simple. The results are sales and/or profits aren’t they ?

In those sectors which have barely been effected by the
recession perhaps such a crude measure might have some value but what if you are in a static growth market, dear I say
a tripledip recession ?

Evaluation and measurement of training can be difficult but
that does not mean we should wrestle with it. For over 50 years the Kirkpatrick
model has been used to help with the battle . It is not without its detractors but it in many situations training evaluation and Kirkpatrick
have become one and the same thing. Certainly the language and questions the model
raises are core to most training and development discussions.

Jim Kirkpatrick was interviewed by Richard Griffin of
Buckingham University for Learning Skils and technologies magazine “... The keywords of Training and Development’s future
are

"............Execution, Implementation, Application and Performance.”

The model has been developed over the years. For example
Reaction Level(1) not only covers customer satisfaction but also the relevance
and involvement of the learner. It goes beyond a happy sheet by challenging
whether the learner is really with the training ( or just has ‘downloaded the App’ Or
is just ‘in the room’) by taking responsibility for their own learning.

At the learning level (2) they have added words like
confidence and commitment. This has been done to counteract the abdication of trainers and sponsors to abandon
the learners to just get out there and fight it out for yourself. Such an
approach is a kind of experiential
learning but perhaps no more than obtaining the results of mistaken related
competence.

Essentially the confidence and commitment labels at level 2
are there to check on whether there is a support network of accountability, coaching
, involvement and additional learning that will really help the learner to be
successful.

The language of Kirkpatrick is around ‘building bridges to
the business’ and ‘tactical bridges supervisors.’ As an outsourced trainer this
handing back of baton to the manager/sponsor and supporting learning through
medium like this bloghelps with this
enhanced view of Level 2.

So for as the enhancements to Behaviours (level3) this has been
extended beyond basic behavioural change and seeks to ensure the learner has a
performance support network holding people accountable , that encourages them , recognises
them, rewards them, reinforces them, monitors them to ensure there is
application of this behaviour level (3) and thereon to level four results.

In level four(Results) the Kirkpatrick model now encompasses
leading indicators such as (work in progress [WIP] ) measurements and observations to
ensure things are still on track. This early warning system allows identification
of barriers and problems and fix them before it is too late and before the
results are negatively impacted.

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About Me

I have been a training consultant for 30 years.
I also research Buyers Views of Sales people for an ongoing research study I have done for the last twelve years
The majority of photographs, videos and audios in this blog are taken on my new Fujifilm Fine pix T from May 2012 The Pencil Sketches are mine also